From data to story: a case study

Introduction to Data Literacy

Carl Rosseel

Head of Business Intelligence Curriculum, DataCamp

The case study: Customer Churn

Problem: Customer churn has increased recently. Why?
Analysis of customer churn rate over time and its characteristics
Next task: presenting findings and recommendations

exit sign

Formulating the central message

(Problem) The number of customers canceling their subscriptions has increased to 10% in the last year, while our target churn rate is 5%.

(Insights) Our analysis found that the increasing churn rate is linked to customers who are very dissatisfied with customer service.

(Impact) By providing additional training for customer service staff and hiring additional staff to cope with the workload, we can increase customer satisfaction and counter the increasing churn rate.

Setting up the narrative structure

Narrative structure of the case

Choosing visualizations

Problem: increasing churn rate

line plot of churn rate

Choosing visualizations

Problem: increasing churn rate
Insight 1: increasing customer dissatisfaction

line plot of satisfaction rate

Choosing visualizations

Problem: increasing churn rate
Insight 1: increasing customer dissatisfaction
Insight 2: majority of complaints are about customer service

bar chart of complaint type

Let's practice!

Introduction to Data Literacy